Selecting The Right Sales Presentation Method

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Transcript of Selecting The Right Sales Presentation Method

Memorized Presentation Formula Presentation Needs -Satisfaction Presentation Chapter 9 Carefully Select Which SalesPresentation Method to Use Types of Sales Presentations The sales presentation method determines how you open your presentation Exhibit 9-1: The Third Step in the Sales Process is the First Step in the Sales Presentation T T T T T T T T T T T Relationships T r u e Builds Service Ethical C T I Guided by The Golden Rule:Master the art of creating effective sales presentationsHave fun presenting your productSelect your presentation method based on:Prior knowledge of customerSales call objectiveCustomer benefit planYou will see that ethical service builds true relationships The Tree of Business Life: Presentation Methods 9-* The Tree of Business Life: PresentationSales Presentation StrategySales Presentation Methods–Select One CarefullyThe Group Presentation Negotiating So Everyone WinsSales Presentations Go High-TechSelect the Presentation Method, Then the ApproachLet’s Review before Moving On! Main Topics Prior knowledge of the customerSales call objectiveCustomer benefit plan There are Several Sales Presentation Methods and You Must Select One According to Your: Exhibit 9-2: The Structure of Sales Presentations Salespeople face numerous situations Salesperson to buyerSalesperson to buyer groupSales team to buyer groupConference sellingSeminar selling Sales Presentation Strategy Because it:Ensures the salesperson gives a well-planned presentationEnsures all of the company’s salespeople discuss the same informationBoth aides and lends confidence to the inexperienced salespersonIt is effective when:Selling time is short, as in door-to-door or telephone sellingThe product type is nontechnical – such as books, cooking utensils, or cosmetics Why Choose the Memorized (Canned) Sales Presentation Method? Why Not to Choose the Memorized (Canned) Sales Presentation Method? Because it:Presents FABs that may not be important to the buyerAllows for little prospect participationIs impractical to use when selling technical products that require prospect input and discussionRequires the salesperson to proceed quickly through the sales presentation to the close, resulting in several closes or requests for the order, which may be interpreted by the prospect as high pressure selling Exhibit 9-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation Because you:Are contacting similar prospects in similar situationsKnow something about the prospectHave called on the prospect in the pastWant to ensure all information is presented logicallyWant to have reasonable amount of buyer-seller interaction Why Choose the Formula Sales Presentation Method? Because it allows for smooth handling of anticipated questions and objectionsExamples of product types that work well with this method are:Consumer goodsPharmaceutical goods Why Choose the Formula Sales Presentation Method? Because you:Do not know the prospect’s needsSee a need for the prospect to talk more Have a complex selling situation such as: Selling a technical productSelling to a group Why Not to Choose the Formula Sales Presentation Method? Because you:Need a flexible, interactive sales presentationNeed to uncover needs by asking questionsNeed the prospect to talk about his needsUse this method the first time you call on a prospectShould you have to come back a second time, you would use the formula sales presentation method Why Choose the Need-Satisfaction Sales Presentation Method? Examples of product types that work well with this method are:Financial servicesSystemsHigh priced goods/services such as vehicles, real estate, computer systems, industrial equipment Why Choose the Need-Satisfaction Sales Presentation Method? Because you:Need more control over the conversationFeel should not ask too many questionsAre new to the sales profession Why Not to Choose the Need-Satisfaction Sales Presentation Method? Need-development phaseNeed-awareness phaseNeed-fulfillment phase The Need-Satisfaction Presentation’s Phases Problems and Solutions Presentation Because you:Are selling highly complex or technical productsAre required to make several sales calls to develop a detailed in-depth analysis of a prospect’s needs Need a flexible, customized presentation based on findings Why Choose the Problem-Solution Sales Presentation Method? Step 1 - Convincing the prospect to allow the salesperson to conduct the analysisStep 2 - Making the actual analysisStep 3 - Agreeing on the problems and determining that the buyer wants to solve the problemStep 4 - Preparing the proposal for a solution to the prospect’s needsStep 5 - Preparing the sales presentation based on the analysis and proposalStep 6 - Making the sales presentation The Problem-Solution Presentation’s Six Steps Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations The group presentationMay be less flexible than a one-on-one meetingThe larger the group, the more structured your presentation Sales Presentation Methods–Select One Carefully, cont… Negotiating so everyone winsMany salespeople negotiate during the confirming phase of the salePhases of negotiation PlanningMeetingStudyingProposing Sales Presentation Methods–Select One Carefully, cont… Each of these methods is the best one when properly matched with the situation MemorizedFormula Need-satisfactionProblem-solutionGroup What Is the Best Presentation Method? VideosCD-ROMsSatellite conferencingComputer hardware and software Sales Presentations Go High Tech Know which method to use before developing the presentation Plan the presentation Select the approach/opening Select the Presentation Method, Then the Approach Review 1) List the four phases of negotiation.2) What is the number one asset of a strong negotiator?3) In most cases when should price be mentioned during a presentation.4) Which presentation method offers the most structured approach.5) What are the 4 Presentation methods?6) Which method is best to use when time is short and your product is simple?